MAM
Motorola hands social & digital mandate to Omnicom
MUMBAI: Motorola Mobility India has awarded its social media and digital creative mandate to Omnicom Media Group post a multi-agency pitch.
Omnicom partnered with 21N78E Creative labs for the pitch and the business will be managed out of Gurgaon.
Motorola head of marketing Rachna Lather says, “Our brand and products are uniquely placed in the consumers’ mindset. An iconic brand with a youthful energy, our brand resonates well with our audiences. We have a good line-up of launches this year, starting with the launch of moto g6 and moto e5 families. We were looking for potential partners who could help push the envelope, think strategically and conceptualise campaigns that can break the category code.”
Omnicom Media Group managing director Sudhir Nair adds, “I remember my Motorola handsets from the past, because of the brand’s strong marketing campaigns and positioning. The brand is indexed heavily on the fan following it enjoys, as well as the USPs and features that make it a great product. Needless to say, this win reinforces Omnicom Media Group’s credentials as a full-service media network.”
21N78E COO Nikhil Shahane mentions, “As an agency that was setup to bridge the ever-increasing gap between businesses and today’s consumers, Motorola is the perfect brand for us to partner with. We’re excited to leverage our creative-tech capabilities as we collaborate on how best to do disruptive work to match the devices that make this a youth brand.”
Brands
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
